What it takes to be an irresistible brand

This article summarises research that examines what makes a brand irresistible, beyond being ordinarily popular, and be the automatic, instinctive choice for particular needs in particular contexts.

What it takes to be an irresistible brand

Roz Calder and Michael CookNeedScope International

The world has many popular brands but only a select few have the magnetic power of irresistibility. New research from TNS reveals what it takes to join their ranks – and why it is so important to do so.

What do L'Oréal, Stella Artois, Red Bull and Audi have in common? The most obvious answer is that they are all extremely successful: the world's leading personal care brand, one of the fastest growing brands in beer, the world's leading energy drink, and the fastest growing...

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